Grand & Toy breaks Be Better campaign
Toronto-based Grand & Toy has begun a new marketing campaign called "Be Better." The campaign is intended to change public perception of the company from an office supply chain to a "business solutions provider." The national initiative, developed by Extreme Group of Toronto, includes 152 English closed-caption ads on CTV, TSN, Sportsnet and CBC, as well as 141 French ads on TQS, RDS and RIS. The campaign also includes print advertising in the Globe and Mail and La Presse, online advertising and in-store materials. "Our number one priority was to showcase to people that Grand & Toy has changed," said Mike Bevacqua, group account director at Extreme Group "It's no longer the office supplies company you remember. Rather, they have evolved into a leader in providing office solutions for business. The new Grand & Toy is now at the height of its game, offering more than its competitors. What better time to acknowledge this than during the Vancouver Olympic Games?"